Exclusive business outlets works best for TISVA
In an exclusive interview with Retailer Media, Vikas Gandhi, Business Head and VP- Lighting, TISVA shares how his brand’s premium segment products are making a difference.BY Joyshree Saha | January 05, 2017 | comments ( 0 ) |
TISVA was launched in April 2014 with its flagship store in Chandigarh. The brand’s uniquely designed products include ambient lighting concepts; LED designer range; chandeliers featuring both organic and modern minimalistic design language; table and floor lamps which are high on technology, featuring dimmable and tunable controls; wall lights; pendants, LED spot lights and utility products including LED lamps, battens, strips and down lights. Designed with little ones in mind, TISVA’s most popular range includes exciting and playful lights catering, especially to kids. TISVA has recently introduced outdoor lighting range as well into its portfolio.
Tell us about the brand USP?
Tisva goes beyond ordinary lighting concepts and brings forth a collection of aesthetic luminaries designed with love to illuminate contemporary homes.Tisva caters to premium customers in Sec A+ ranging from home decorators and redecorators to end consumers. The brand is for the modern family through which one is able to showcase one’s fine taste.
What are the price points your brand ranges in?
Our product range caters to premium segment. Price range of Tisva lights is 2,000 onwards and goes upto Rs 2 lacs. The price spot ranges from about Rs. 40,000/- to 50,000/- in the premium segment. But, our recent launches have also been liked and are currently fastest selling products. These products range between Rs. 1, 20,000 to 1, 50,000.
Amid many players in this segment, what’s your strategy to beat the existing competition?
TISVA is amongst the very few organised brands offering technologically advanced home decorative lighting solutions and unmatched service assurance with its exclusive product portfolio, which is regularly refreshed and updated in line with the latest trends. The brand focus is on promoting lighting concepts and lighting consultancy to end customers and interior designers as opposed to selling singular lighting fixtures. In terms of marketing initiatives, Tisva has done campaigns across all major dailies, magazines and digital media. TISVA also partnered with Mercedes and joint promotion activities were done in prominent and affluent residential locations in Gurgaon. Apart from this, Tisva regularly hosts marketing meets for architects. Recently, the brand associated with well-known interior designer Gauri Khan. This association is in line with the brand’s philosophy and reflects on its luxurious lighting concepts for illuminating contemporary living spaces.
Which format according to you, works well for your brand– EBOs versus shop-in-shop?
Exclusive business outlets works well as our customer wants experience and we are able to give complete experience through customised experience zone at EBOs.TISVA EBOs feature specially designed experience zone for consumers to see, touch and feel the diverse range of world-class home decorative lighting concepts apart from the matic display area. These stores have been conceptualised to create an atmosphere of automated lighting concepts.
Keeping in mind the growing customer preferences, what’s your Omni-channel strategy? Do you sell through own ecommerce or through marketplaces and which ones?
We have opted for Omni-channel strategy including online presence, multi-brand stores and franchisee and own stores. We sell through the home improvement e-commerce sites as well as through retail outlets. We will soon be selling through other such platforms.
What’s the average store size and investment required to open a store?
In metro(s), average store size is about 2500 sq. ft carpet area, whereas in tier-1 average size lies between 1200 -1500 sq ft.
Investment of about 30 lacs+ is required in metros and more than half of this amount is shared by company and rest is taken care by the franchisee. Similarly, for Tier 1 cities, the investment required is about 20 lacs+ and follows the same route.
What’s the technology that is being used to make store operations efficient and who are your tech partners in the same?
We use the latest technology solutions from SAP for core business operations and the entire system is integrated centrally with the company and eases out the operations all around..
How do you manage your supply chain and logistics effectively?
Since Tisva is an initiative of Usha International Ltd. hence we have a robust logistic and supply chain processes in place that ensures smooth operations and efficiency.
What’s your expansion plan?
In the last two years, Tisva has rapidly increased its footprints to Mumbai (Khar), Chandigarh (Elante Mall), Delhi (Ghitorini), Chennai and 11 franchised stores across 11 cities, the latest addition being Jaipur and Baroda. TISVA lights are available through select multi-brand shop-in-shops as well. We plan to further strengthen this network by increasing our presence in strategically located high footfall areas in top 30 cities of the country and we are looking to tie-up with right franchisee partners for this.
In the next few months, we will be opening stores in locations like Indore, Jalandhar and Ghaziabad. We are looking to expand in other cities like Surat, Nagpur, Lucknow, Kolkata, Bangalore, Coimbatore, Ludhiana, Kochi, Trivandrum and Calicut. We are also looking to expand priority partner’s network across India.
What support do you give to your franchisees?
We provide great support to franchisees, enabling smooth process flow and operations. In addition to sharing the cost of opening a store and providing man –power to work on sites and architects and interior designers, we also extend our services to the extent of providing training to sales personnel, promotional support in terms of advertising and BTL to increase footfalls of the stores. We also provide support in terms of recruiting the right man power for the store, so that the best can be achieved by the franchise holder.
24 Nov 2015, Hotel Pullman, Aerocity, New Delhi.
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